Salford City F.C.

Uniting the Club, the City, and its Supporters through Design

overview

At a pivotal time for Salford City F.C., and following a fan decision to wear orange, we partnered with the club to design a new crest ready for its next chapter. Backed by new investment and leadership from David Beckham, Gary Neville, and a global member network, the identity debuts in the 2026–27 season.

Say: Campaigns & Media
Art Direction & Copy
Photo, Video & Motion
Creative Strategy
Be: Branding & Consulting
Research & Insights
Visual & Verbal Identity
Do: Products & Experiences
Packaging & Product Design

Challenge

A CLUB ON THE RISE NEEDED A CREST TO MATCH ITS AMBITION.

Backed by new investment and a fanbase who'd just voted to wear orange, Salford City F.C. needed an identity that felt like the next chapter, not a departure

Solution

AN IDENTITY BUILT ON HERITAGE, DESIGNED FOR WHAT'S NEXT.

Working with fans, community, and club leadership, we built a system anchored in two symbols: the lion for strength on the pitch, the rose for pride off it. A circular form drawn from Salford's historic gasworks holds it all together, while custom lettering pulled from the city's own street signage gives the wordmark an unmistakably local voice. Every piece, color, crest, and type, was designed to flex across kits, merchandise, and a growing global audience.